Greetings!
Dear Friends,
Please accept our warmest welcome to X|Media|Lab: Film X-tended.
X|Media|Lab events have been held all over the world with our
signature themes of bringing together cross-platform, crossdisciplinary and cross-cultural collaborations.
X|Media|Lab: Film X-tended explores what digital can bring to a
feature film, with a focus on ‘transmedia’: the use of digital platforms
to extend narrative and build interactive content around a linear
property. Today we will learn how Apps, online extensions, Alternate
Reality Games and mobile devices can extend the narrative and
reach of a film, and how to create dynamic social media strategies
giving audiences the opportunity to connect and participate with
story, characters, filmmakers and each other.
Everyone at X|Media|Lab is here to help you, and especially with
your own transmedia ideas. The Pro Day Conference and the
Lab are your opportunities to create long-term and high-value
professional networks with some of the world’s leading digital media
professionals – please take full advantage of that.
Thank you for being part of XML: Film X-tended.
Best wishes,
Brendan Harkin
Director, X|Media|Lab

Megan Elliott
Director, X|Media|Lab
3

Welcome
Message from
Screen Australia
Digital platforms continue to diversify and decentralise how we create
and consume content. This presents a tremendous opportunity for
our storytellers to reach a worldwide audience, and engage with them
in new and dynamic ways. The landscape is changing at great pace.
We believe events that showcase best practice from around the world
play an important role in assisting Australian practitioners to have
a finger on the pulse. We’re thrilled to partner with X|Media|Lab in
bringing such an event to MIFF. Since the first XML in Sydney in 2003,
they have become the ‘must-attend’ digital event in all corners of the
globe, running in China, the UK, the Middle East, the US and many
more. The excellent Film X-Tended line up attests to their ability to
attract leading talent to give generously of their time and experience
for the benefit of Australian practitioners.
Collaboration between skilled people with different expertise is key
to ensuring Australian projects make full use of digital opportunities
to get their screen content to audiences. At Film X-Tended, you’re
surrounded by potential collaborators - so enjoy the opportunity to
network!
Wishing you a successful Film X-Tended,
Ruth Harley
CEO, Screen Australia
5

community

Keep in touch via social media
or contact us directly
Tagging
X|Media|Lab: Film X-tended

5 of ABC’s hit series Lost called Dharma
Wants You earning Hoodlum, ABC
marketing and the producers of the show a
Primetime Creative Arts Emmy®. Mayfield
and his team were also responsible for the
popular multiplatform campaign Find815
created for the launch of season 4 of Lost
which earned Hoodlum a Prime Time
Creative Arts Emmy® nomination in 2008.

Nathan Mayfield is the Chief Creative
Officer and Co-founder of Hoodlum, an
award winning company that specializes
in producing high quality entertainment
content for multiple platforms.
Mayfield formed Hoodlum with business
partner Tracey Robertson in 1999 and
for ten years has played an integral role
in building the company into a leading
Emmy® and BAFTA award-winning studio.
Mayfield is currently spearheading the
launch of Slide, a 10x 1 hour series being
produced with FOXTEL with a multiplatform
roll-out beginning in Australia. The project
will commence production in 2010. In
addition, Mayfield is overseeing Hoodlum’s
foray into the creation of multiplatform
campaigns for feature films.

Mayfield and his team are two time BAFTA
Award winners for their work on the BBC’s
hit series Spooks and have won two
prestigious Broadcast Digital Awards for their online channel for the popular
UK soap opera Emmerdale. And most
recently for their project for ITV Primeval
Evolved. Mayfield first garnered industry
recognition for his work on Fat Cow
Motel, the world’s first mainstream and
multiplatform television drama, and online
series PS Trixi, which helped pave the way
for producers of branded entertainment
integration.

Most recently Hoodlum created Join The
Mosaic, an interactive experience for
the launch of ABC’s new hit series Flash
Forward. Mayfield and his team were also
responsible for creating a multiplatform
campaign to run between seasons 4 and

hoodlum.com.au
7

television infrastructure company that
facilitated the first ecommerce over
television. In 2005, Stefanac authored
Dispatches from Blogistan: A Travel
Guide for the Modern Blogger,
published by Peachpit/New Riders
as part of their Voices that Matter
series. Stefanac joined the American
Film Institute as Director of the Digital
Content Lab in 2006 and launched
AFI DigiFest in 2007. She is happiest
on the bleeding edge.

Suzanne
Stefanac

Follow Suzanne on Twitter
@suzannestefanac

Media & Technology
Strategist; former Director
of the American Film
Instituteâ&#x20AC;&#x2122;s Digital Content
Lab (Los Angeles)
A journalist from 1982 until 1994, she
wrote about digital issues for Wired,
Macworld, New York Times, and
Rolling Stone, among others.
With the launch of MSNBC in 1996,
Stefanac was executive producer
for The Site, an hour-long, nightly
television program and website that
explored how technology impacts
modern life. In 1998, she cofounded RespondTV, an interactive
8

Dibakar
Banerjee

critical applause and won many
popular awards. Oye Lucky! was
also part of the official selection
at MoMa in 2009. It was screened
at Osian 2009 and included in the
Indian Panorama at IFFI 2009. It won
The National Award for Best Popular
Film, 2009.

Multiple Award Winning
Film Director and
Screenwriter (Mumbai)

Love Sex aur Dhoka is Dibakar’s
third film and India’s first digital
feature film, and is in part loosely
based on the infamous 2004 DPS
MMS scandal. The film has been
selected to screen during MIFF 2010.
dibakarbanerjee.com
Follow Dibakar on Twitter
@DibakarBanerjee
Dibakar Banerjee is a highly
decorated Indian film director and
screenwriter.
His first feature film Khosla
Ka Ghosla was a critical and
commercial hit, redefining the genre
and creating a new trend. Khosla Ka
Ghosla was awarded the President’s
award for Best Hindi Feature Film
2007, and was officially selected for
MoMa, New York and Stuttgart Film
Festivals.
His next film Oye Lucky! Lucky Oye!
was released amidst unanimous
9

(Guerrilla News Network). With over 1MM
unique visitors/month, GNN fostered a
committed global community through
a user-generated news platform and
social network, and the production of
Sundance award winning documentary
films and music-driven ‘NewsVideos’.
Guerrilla News Videos leveraged the
popularity and social conscience of
artists like Beastie Boys, Eminem, 50
Cent, Nine Inch Nails, while featuring
thought leaders like Noam Chomsky
and many others. GNN also produced
feature length documentary films - the
last of which (American Blackout) won
the Audience Award at the Sundance
Film Festival.

Josh has worked with Harvard professor
/ leading architect Rem Koolhaas
and eco-effectivity pioneer William
McDonough, and with Eric Greenberg
(founder of Scient and Viant) and Karl
Weber (NY Times best-selling author)
to head up an online political activation
campaign called Generation We,
designed to unite and activate the 95MM
Millennials in the US.

Josh Shore is a filmmaker, television
creator/producer, media/brand
strategist and catalyst of socially
transformative enterprises.
After graduating with honors from
University of Pennsylvania where he
produced and directed his first film,
Josh got a first look deal with Viacom
in NY, and began creating and
producing original television shows
for MTV, Showtime, USA Network and
MuchMusic/Fuse.

Most recently, Josh teamed up with
web prodigy Anson ‘Phong’ Vogt to
create and launch Illuminated, a feature
film franchise and trans-media brand
based on the story of a girl’s journey to
enlightenment. Designed to capture the
“consciousness” psychographic, this
360 degree IP is in development and will
be fortified by a dream sharing social
network called Dreamcatcher.

In January of 2000, he met music
icon/activist Peter Gabriel, and
with his help, founded the online
alternative news network GNN

adapting Valiant Comics super heroes into
videogames for Nintendo and PlayStation
consoles. Characters, concepts and gameplay Jeff conceived, wrote and produced for
Acclaim’s Turok, Dinosaur Hunter and Turok
2: Seeds of Evil helped that franchise to gross
over $420 million. Turok was recently revived
as a new videogame franchise from Disney
Interactive and as an animated feature from
Starz Entertainment.

Jeff Gomez is an expert at transmedia
storytelling, incubating new entertainment
properties, strategic planning and production
for cross-platform implementation.
As CEO of Starlight Runner Entertainment,
an animation and live-action feature film
production company and leading creator
of highly successful fictional worlds, Jeff
transforms intellectual properties into highly
successful transmedia franchises. He also
extends niche properties such as toys,
animation or videogame titles across multiple
platforms, evolving them into high quality
persistent narratives, which in turn generate
multiple revenue streams for his clients.

In addition to serving as a brand extension
consultant to such corporations as Disney,
Microsoft, 20th Century Fox, Coca-Cola,
Scholastic, Wieden+Kennedy, Mattel,
Showtime, Konami and Hasbro, Jeff is a board
member of the Producers Guild of America.

Jeff has worked on such blockbuster universes
as Disney’s Pirates of the Caribbean, Prince
of Persia and Tron, Microsoft’s Halo, James
Cameron’s Avatar, Hasbro’s Transformers,
Mattel’s Hot Wheels and Coca Cola’s
Happiness Factory.

As a Latino who spent his childhood in the
housing projects on Manhattan’s Lower East
Side, Jeff champions the concerns of young
people with his Never Surrender inspirational
seminars and curricula.

Prior to launching Starlight Runner in 2000, Jeff
Gomez was a prominent figure in the adventure
and video game industries serving as a
producer for Acclaim Entertainment’s comic
book division. He helped create the Acclaim
Comics super hero universe, in addition to

11

starlightrunner.com
Follow Jeff on Twitter
@Jeff_Gomez

to the groundbreaking Wildspace
interactive concept that launched
earlier this year. Currently, The Feds
are in official development with the
ABC on a 20-part half-hour weekly
music show for teenagers.
Lisa has just come back from France
after attending MIP TVâ&#x20AC;&#x2122;s Content 360
as a finalist in the general interactive
concept section for Habitat - an
ecological tamagoshi that will live
online, mobiles and as an animation
series.

Lisa Gray

Prior to joining The Feds, Lisa worked
as a Senior Video Producer for 3
Mobile and was responsible for Now
on Planet 3 one of Australiaâ&#x20AC;&#x2122;s first inhouse daily news and entertainment
shows streamed directly to
mobile handsets. Lisa has worked
across many formats including
drama, factual, documentary, light
entertainment, reality television,
music, live television and sport. Lisa
was also nominated for an ARIA
award in 2008.

Head of Content,
The Feds (Sydney)

Lisa has been with the Feds since
November 2007. Within her role as
Head of Content, she has instigated
the development of long form
television productions and interactive
initiatives, both in a directorial and
production capacity.
Lisa works with networks, advertising
agencies and clients direct to
develop and produce high-end
interactive concepts. Lisa has been
involved in multiple productions at
The Feds, from the video Mash Up
Tool used in the Gruen Transfer,

thefeds.com.au
Follow Lisa on Twitter
@ladyluckthefeds

12

Christy
Dena

tour dLux Pony Club; is currently
consulting to filmmakers at the usergenerated film distribution service
Openindie; and has worked on
multiple mini-alternate reality games
for training.

Director,
Universe Creation 101
(Melbourne)

Her clients include Nokia Finland,
Australian Broadcasting Corporation,
Wieden + Kennedy, Australia Council
for the Arts, Australian Film Festival,
and the Australian Film, Television
and Radio School.
Christy co-wrote the Australian
Literature Board’s Writers’ Guide to
Making a Digital Living and worked
for four years on the Literature
Board’s Story of the Future Initiative.
Christy has written the first PhD on
‘Transmedia Practice’ (University
of Sydney); has a Postgraduate
Diploma in Creative Writing
(University of Melbourne); and
a Bachelor of Arts in Visual and
Performing Arts (Monash University).

Christy Dena specializes in the
design and production of trans/
cross-media projects.
She designs, writes and directs
transmedia projects and is currently
developing her own creative projects
and web entertainment services. She
worked with Nokia on Tim Kring’s
global alternate reality experience
Conspiracy for Good; ABC’s
global online serious drama Project
Bluebird; new animation franchise
Coldwar Clambake; the Australian
Film Festival; Second Life arts

such as Relic and Ubisoft before
returning to Australia to work with
Pandemic/EA as the Lead Designer for
their Brisbane Studio.
Since early 2009 Morgan has focused on
assisting traditional media companies to
make the transition to developing their
IP for game platforms, consulting on
projects that advance the possibilities of
games as a narrative and educational
form.

Morgan
Jaffit

Most recently he has formed Defiant
Development, a Brisbane based game
development studio that focuses on
building cutting edge games and
transmedia IP for the modern, mature
gaming market.

One of Australiaâ&#x20AC;&#x2122;s
Leading Game Developers
(Brisbane)

Morgan is a regular speaker on game
development process and the new
opportunities interactive entertainment
offers. He is on the advisory boards
for several of Australiaâ&#x20AC;&#x2122;s most exciting
new interactive projects which merge
talent from the fields of traditional media
with seasoned game development
professionals.

Morgan has developed a number of
critically and commercially successful
games over his decade in the
industry. He has shipped millions
of units across every major platform
with games that run the gamut from
the casual to hardcore markets.
His credits include Pandemic, and
Happy Feet.

icbf.com.au
Follow Morgan on Twitter
@morganjaffit

Morgan began his career in Australia,
working with Irrational Games (now
2K Marin) before moving to North
America to work with major studios
14

James
Franklin
Founder and Creative Director,
Pixeco (Auckland)

James started working with the web in
â&#x20AC;&#x2122;95, a time when Netscape ruled, the
Microsoft site was run by volunteers
and the animated GIF was get to
emerge. Since then heâ&#x20AC;&#x2122;s worked in
the digital and interactive industry
as an Art Director and Producer for
a number of Marketing and Digital
Agencies. In 2004 he started Pixeco,
a digital design studio dedicated to
providing design and digital tools to
filmmakers, covering the development
of interactive web tools such as
community and campaign websites,
widgets and social media strategy
as well as key image and poster
design. Pixeco is a boutique operation
with a seven strong team based in
Shoreditch, London and Auckland
in New Zealand. As part of itâ&#x20AC;&#x2122;s offer
to filmmakers Pixeco has created
Moviesparx, a set of digital tools that
allow filmmakers to define, find and
engage with audience and then create

ways to create revenue from that
audience.
James pontificates regularly about
best practice in Digital Strategy, Social
Media and Outreach Campaigns for
filmmakers.
pixeco.com
Follow James on Twitter
@pixeco

15

building social marketplaces, Jarod
has collaborated on digital media
concepts for brands including 20th
Century Fox, Coca Cola, The Wine
Society, Mattel, Dosh and Sega.
He has also presented his
experiences with monetizing social
media marketplaces at the Screen
Producers Association of Australia,
the Sydney Film Festival, and the
Sydney Film School, as well as
opinion pieces for Triple J radio
and the ABC’s political blog ABC
Unleashed.

Jarod Green
Director, Radical Love
(Sydney)

In 2009 and 2010 he helped pioneer
a new social-broadcast distribution
model with ABC TV for the series
Beached Az– a case study in
successful online content creation –
developing strategies for distribution
across social networks, broadcast
channels, mobile applications, online
and retail.

Jarod cultivated a love for creative
ideas at university where he wrote,
directed and produced several plays
as part of the Macquarie University
Drama Society, of which he was
also President. Whilst gaining his
degree in Visual Media, Jarod began
his own company in 2001 with a
dream to revolutionise online digital
media management in the education
system.

He is also a contributor and
consultant to the NSW government
on digital media, and is the social
media ambassador for the Sydney
Swans.
radicallove.com.au
radicallovebug.blogspot.com

Nine years later he sold the
business to become a partner of
the Sydney-based social media
company - Radical Love. Focusing
on digital distribution methods and

Follow Jarod on Twitter
@radicallove_syd
16

Gavin
McGarry

networks including NBC, Discovery,
CTV, and Global Television. The
full service ad agency serviced
two national clients and explored
integrating brands into television
and online properties. In 2004 he
moved from his native Canada to the
UK to better understand the rapidly
emerging mobile phone space.
Through his position at Endemol he
worked closely with the UKâ&#x20AC;&#x2122;s largest
mobile operator O2 and helped
develop leading edge content for
multiple platform release. In 2007
he moved into the web video arena
with Joost. He has spent time in
Japan, Africa, Europe and China
exploring and understanding the
global digital media content market
place. He is invited to speak at
industry conferences on a regular
basis including Banff World Television
Festival, MIPCOM, LATVfest.

President, Jumpwire
Media (New York)

Before founding Jumpwire Media
in 2009 Gavin worked for online
video start up Joost and was the
Head of Cross Platform Business
Development at global television
production company Endemol.

jumpwiremedia.com
Follow Gavin on Twitter
@gavinmcgarry

Gavin has been working in the media
space for over 15 years. His past
experience includes positions at
major television networks as well as
owning and operating a television
production company and a boutique
advertising agency. His company
created some of the first cross media
TV content and worked with major
17

Monkeystack, where he produced
animation, online games and mobile
phone content. Prior to emigrating
from the UK, Mike worked for the New
Cinema Fund at the UK Film Council,
and as Development Executive for
Picture Palace North. Mike has also
held the role of Manager of Industry
Development at the South Australian
Film Corporation. He has an Honours
Degree in Law and trained as a feature
film Script Editor on the Danish Film
Instituteâ&#x20AC;&#x2122;s North by Northwest program.

Development Manager,
Screen Australia
(Melbourne)
Mike is a Development Manager with
Screen Australia, with responsibilities
across the Development
departmentâ&#x20AC;&#x2122;s programs, including
the Innovation Program, feature
development, shorts and animation.
He joined the AFC in 2005 as a
Project Manager and in that time
has managed support for significant,
award-winning feature films, TV
series, documentaries, short films
and interactive projects. Prior to this,
Mike worked as a producer with
digital media production company
18

Jackie
Turnure
Head of Development,
Hoodlum
(Brisbane)

Jackie Turnure is Head of
Development at Hoodlum, a two-time
Emmy ® award winning entertainment
company based in Australia that
specializes in producing high quality
campaigns for multiple platforms.

film Salt. Currently, Turnure is working
on Hoodlum’s multiplatform series
Slide.

At Hoodlum, Turnure is charged with
developing the company’s major
multiplatform campaigns. Turnure
is a seasoned cross media producer
and script writer for games, film and
television production spaces.
Turnure was instrumental in the
Dharma Wants You, an eight month
multiplatform campaign for ABC’s Lost
which won a 2009 Primetime Creative
Arts Emmy®. Turnure also supervised
production on Join The Mosaic an
interactive prequel experience and
ongoing community for fans of ABC’s
hit series Flashforward. Turnure’s
other Hoodlum credits include The
Making of Modern Australia, Day X
Exists for Sony Pictures Entertainment
for the upcoming release of the feature
19

Prior to Hoodlum, Turnure was the
Director for Rockpool Productions
where she supervised, produced
and wrote numerous projects such
as alternate reality games Get Carla
and Diamond Reef and online
games The Alien Invsasion and
Chicko-Accidental Alien. Turnure
also directed and produced PC based
3D animated games called Bananas
in Pyjamas, It’s Party Time, and
Oz – The Magical Adventure, which
all have been distributed in over 18
countries and have won numerous
awards.
From 2006-2007, Turnure served
as a member of the Laboratory of
Advanced Media Production team
(LAMP) at the Australian Film TV and
Radio School.
hoodlum.com.au

About X|Media|Lab
X|Media|Lab is the internationally acclaimed creative industries event. XML
creates a meeting place uniquely designed to assist companies and people get
their own creative ideas successfully to market, through concept development,
business matching, and direct access to world-class networks of creative
professionals.
Each XML is a unique event where people with original digital media ideas
connect with a superb international network of independent creative thinkers,
technology wizards, commercialization experts, potential business partners, and
potential financial resources. The focus of XML is always on you and your ideas.
X|Media|Lab specialises in building high-value professional networks between
the emergent creative industries in China, India, the Middle East, and North and
South Asia: the new geographies and new media hotspots that have the highest
growth markets, the biggest numbers of consumers, the largest youth markets,
and the greatest emerging talent pools. We also stage X|Media|Labs with
partners in selected traditional media hotspots including London, Los Angeles,
and Amsterdam.
The ‘X’ in X|Media|Lab stands for cross-platform, cross-disciplinary, and crosscultural. Cross-roads, intersections, collaboration, meeting places, and the critical
moments when something new might happen – these are our guiding thoughts.
Lastly, ‘X’ marks the spot! We look forward to welcoming your participation at any
X|Media|Lab in the time-zone within which we always operate: the near future!